Frequently Asked Questions

1. Who can enter and what are the categories?

We are looking for innovation across the entire grocery category and have two categories for entry. The first category is startups in the food and beverage sector who have a product, are at early stages of trading, but are not yet selling to the New World network. The second category is small suppliers who have registered as a vendor with New World and might be selling to a limited number of stores.

2. Can I still enter if I’m based outside of Auckland or Canterbury? 

You can enter as long as your business is currently operating in New Zealand. However, much of the support provided in the prizes package is based in Auckland and Canterbury, so if you are not based in one of these cities you should have the means to travel there when required in order to take full advantage of the support available.

3. Can I still enter if my products are already in the New World supermarket network?

Only if you are supplying to a small number of stores. You might be selling your products in a few local New World supermarkets but if you win, you will receive national ranging in the New World supermarket network across New Zealand. 

Plus there are tonnes of other valuable prizes in the prize package including support in brand and marketing, business mentorship, product development & manufacturing, and more! These prizes will definitely be of benefit to your business. 

4. How does this competition work?

FoodStarter 2020 is divided into 4 main phases:

Phase 1: The call to action starts on 30 November 2020. During this phase, you can enter the challenge following this link. Once you’ve entered your name and email address, we will send you an email with a link to the official application portal. Please note that we only accept entries submitted through the application portal that we send you, submissions through emails or any other means will not be accepted. All entries must be submitted before 11.59 PM on 7 February 2021.

Phase 2: Entries close, we will select the top 20 semi-finalists who will be announced on 12 February 2021. All semi-finalists will prepare a longer application which will be due on 21 February 2021. 

Out of the top 20 semi-finalists, we will select the top 10 finalists who will be invited to pitch to a panel of judges at the final Pressure Cooker event. The top 10 finalists will be announced on 24 February 2021.

Phase 3: The winners will be selected, announced and celebrated at the Pressure Cooker event on 11 March 2021. 

Phase 4: After the prize-giving, winners begin their acceleration journey and will be surrounded by expert supports from New Zealand Food Innovation Network, Ministry of Awesome, New World and Strategy Creative.

5. What are the key dates of this competition?

  • 23 November 2020:  Entries open.

  • 7 February 2021:  Entries close.

  • 12 February:  Top 20 semi-finalists to be announced. All semi-finalists to prepare a longer application.

  • 21 February 2021: Long applications close.

  • 24 February 2021:  Top 10 finalists announced.

  • 11 March 2021:  Pressure Cooker pitch night and winners announced.

  • 15 March 2021:  Winner starts working with organising partners.

  • 20 May 2021:  Winners are featured at the FoodStuffs Expo.

6. How many winners and what are the prizes?

Two winners will be selected nationally, one in the Small Supplier Category and one in the Startup Category. Each winner will receive a package of in-kind prizes worth up to $120,000 including:

  • Opportunity to range your products in the New World supermarket network across New Zealand

  • Product Development and Manufacturing Support from New Zealand Food Innovation Network.

  • Expert Business Support and Mentorship from Ministry of Awesome.

  • Branding and Marketing support from Strategy Creative.

  • Business Incubation provided by Te Ōhaka - Centre for Innovation and Growth (if based in South Island) or $2500 worth of grant for workspace at Te Haa O Manukau (if based in North Island).

  • National Media Coverage by organising partners’ owned media channels.

7. How will the Pressure Cooker work? 

Ten finalists will be shortlisted and they will have the chance to pitch their product to the judging panel in a dragons den style event called Pressure Cooker. If you are selected as one of the finalists, the judges will want to see, taste and touch your product, and hear why your business, and you, should be chosen for this amazing opportunity.

8. My product doesn’t look “pretty” right now, but my customers love it. How will you judge unwrapped/rustic looking products?    

We are looking for products with great potential to disrupt their category. Tell us why your customers love this product, and how you think it will fit into a supermarket shelf. The business incubation process will help you turn your ugly duckling into a swan.  

9. What does “product development and manufacturing support” include?  

The prize package includes in-kind technical support for development and scale-up. The Food Innovation Network will help you navigate the product development process, and take your product process and optimise it to be made at scale.

10. If I am selected to present at Pressure Cooker – do I need to cover my own travel and accommodation expenses. 

Yes – you need to make yourself available that evening at your own cost. The time and location of the final Pressure Cooker event to be announced.